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Publication
Public perceptions of food-related hazards: an application to Portuguese consumers
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Advisor(s)
Abstract(s)
Purpose – The purpose of this research is to assess public perception of food-related hazards by
Portuguese consumers at major metropolitan areas. A contrast was searched between controllable and
non-controllable hazards.
Design/methodology/approach – The Perceived Food Risk Index developed by Fife-Schaw and
Rowe, was administered to a sample of 666 subjects through a door to door interview using a random
route walk procedure and following a quota sampling controlled for sex, age and location. Risk
perception was evaluated over ten risk characteristics, for each of the hazards.
Findings – Through principal component analysis, two main components were identified:
“Knowledge” and “Dread”. A perceptual map of the hazards was built over these two dimensions.
A high level of worry and concern associated with fatty foods was found, clearly contradicting the
expected attenuation of risk perception associated to greater perceived personal control. Contrarily to
previous findings for other populations, GMOs yielded lower levels of both “Knowledge” and “Dread”.
Based on risk perceptions, consumers were grouped in four segments: optimists, unconfident, fearless,
and fearful.
Originality/value – This work adds to knowledge on the Portuguese consumer and its risk
perceptions, a fairly unreported topic, thus helping to the success of food safety communication by
different stakeholders.
Description
Keywords
Hazards Portugal Perception Food products
Pedagogical Context
Citation
Cunha, L. M., Pinto de Moura, A., Lopes, Z., do Céu Santos, M., & Silva, I. (2010). Public perceptions of food-related hazards: an application to Portuguese consumers. British Food Journal, 112(5), 522-543
Publisher
Emerald